Digital Skills Development

Courses and coaching to help your team acquire wicked skills and the mindset shifts for high-performance digital marketing.

Reinvent to get ahead of change.

Marketing has changed more in the last two years than in the last fifty. This is the sentiment expressed nearly universally by marketing executives. Keeping up is getting harder as change keeps coming. Chaos is becoming the norm for marketers who haven’t evolved their skill sets to get ahead. And that leads to less effective marketing.

According to the Digital Roadblocks survey, conducted by Adobe, two in five marketers want to reinvent themselves, but only 14% of them say they know how.

Forrester Research finds that 96% of marketing executives agree or strongly agree that the depth of skills needed to succeed in marketing has increased dramatically. Fifty-six percent of them say training marketing staff adequately is difficult and 44% say they can’t find marketers with the right skill sets.

I’m frustrated with seeing 82% of marketers without sufficient training. I’m tired of hearing that people comfortable with technology are the answer to effective digital marketing when most companies are still working to make the transition from inside-out to outside-in in their mindsets and messaging.

Digital immersion learning for B2B marketing practitioners.

There are a number of options for online or off-line courses. But I think they’re insufficient. One day of training or a couple of hours with an online video course is just not enough. Experience, depth and growth come through doing, failing and learning and succeeding. This process of continuous improvement is what creates expertise.

Digital Marketing Skills Development will offer a new type of learning to help corporate B2B marketers close the gaps between what’s needed and what they know and can execute successfully. This is foundational training in creating buyer personas and content marketing strategy, as well as distribution planning.

Learning modules will be short and tightly focused on each step to take. Courses are designed to be respectful of a crazy-busy marketer’s time, but to also enable them to put what they learn into play with the marketing initiatives they have underway.

The Digital Marketing Skills Development course is comprehensive training that can be used as project work for real-world application.

Build a persona (or many) and put them to work as you go

Use your personas to create a content strategy with a continuum approach to lead generation and nurturing that creates more sales opportunities

Identify your company’s distinct value and apply it to create an anchor position in the markets you serve

Incorporate social media seamlessly as part of your distribution plan

And more…

Most importantly, get personal coaching from Ardath Albee as you go to keep moving forward and execute on the coursework, turning it into active marketing programs geared to high performance.

Who is suited for Digital Skills Development?

These courses and working programs are designed for corporate B2B marketers who are intent upon improving their digital content marketing and multichannel marketing skills, creating break-out performance for their marketing programs and taking accountability for their successful outcomes.

Digital Skills Development will launch in Q1 2016 for corporate marketing professionals in B2B mid-market and enterprise companies.